Match rate measures how successfully submitted identifiers—such as email addresses—link to the intended people or audience records. A low rate can prevent a campaign from reaching visitors across channels, while enriched identifiers can improve coverage. section 6.3.3
Use match rate to evaluate identity and audience activation choices:
- Compare first-party-only activation with enriched data that adds alternate email addresses, home addresses, or device identifiers. section 6.3.3
- Assess onboarding services and identity graphs by the additional reach they provide across advertising platforms. section 6.1.3
- Balance improved matching against transparency, ownership of identity data, pricing, and regulatory compliance. section 6.1.3 section 6.3.5
A visitor with two email addresses
A shopper enrolls in an offer for women’s shoes using one email address but uses another email on social media. The advertising platform may fail to link the records, producing a low match rate. A provider that connects the emails with a home address or device identifier can improve audience reach across social media, email, and direct mail. section 6.3.3
Figure 6.10 Data enrichment for enhanced match rates
Use the data-enrichment diagram to see how submitted identifiers can gain additional contact fields and improve audience matching. section 6.3.3
